CCT356: Online Advertising and Marketing Class 2: Email Marketing/Online Advertising.
Introduction to Online Advertising
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WebMob Thailand.com Introduction to Online Advertising
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Introduction to Online Advertising, by Bart. Bangkok Entrepreneurs Meetup, 8 October 2012.
Transcript of Introduction to Online Advertising
WebMob Thailand.com
Introduction toOnline Advertising
WebMob Thailand.com
About me
Managing Director TMC Media/TMC Asia(Since 2005)
Affiliate Marketing + Online Advertising
International Clients (Nielsen, Ipsos, TNS)
Working with Websites in more than 40 different countries in Europe, Asia-Pacific, and North and South America.
WebMob Thailand.com
Internet
WebMob Thailand.comSource: http://www.businessinsider.com
2+ billion people online
WebMob Thailand.comSource: http://www.businessinsider.com
2/3 of the world left to go
WebMob Thailand.com
27%
73%77%
23%
Internet Users: 50 Millions66.5 Millions
Strong Discrepancies between Countries
Internet Users Non Users
Facebook Users: 24 Millions14 Millions
FRANCE THAILAND
Exam
ple
Population: 65 Millions18 Millions
WebMob Thailand.com
Online Advertising
WebMob Thailand.com
Source: J.P. Morgan estimates. Nothing But Net. 2011 Internet Investment Guide.
Global Market: US$ 105B by 2014
WebMob Thailand.comSource: http://www.businessinsider.com
US: Online Advertising will soon take over TV Advertising
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Mobile Advertising?
WebMob Thailand.comSource: http://www.businessinsider.com
2011: Smartphone Sales Overtook PC Sales
WebMob Thailand.comSource: http://www.businessinsider.com
Mobile is still a tiny fraction of digital Ad spending
WebMob Thailand.com
What is Online Advertising?
Online (And Mobile) AdvertisingDisplay (Banner, Button, Text Link, etc.)
Email Marketing (Direct Email, Newsletter, Etc.)
Replaced by SMSFor Mobile.
Search (Google, Bing, Etc.)
WebMob Thailand.com
The Facebook Case
WebMob Thailand.comSource: http://www.businessinsider.com
Facebook has already blown past AOL, Microsoft and Yahoo!
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Facebook Advertising
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Cost Per What?
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CPM – Cost Per Impression
Cf. Traditional Medias (TV, Press, Magazine)
Impression = Ad Displayed Pay per Impression = Audience
based Cost Per Thousand Impressions Example: Thai Visa.com, Sanook.com
1 impression is not 1 view! Facebook’s offer is misleading
Display Advertising
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CPC – Cost Per Click
Pure Internet Product: Click Click = Engagement, Performance Pay Per Click Example: Google Adsense
I Like,Therefore I Click!
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CPA – Cost Per Action
More Engagement, More Performance
Pay Per Acquisition, Pay Per Lead, Pay Per Sale, Pay Per Installation, Pay Per Download, etc.
Example: Amazon.comNo Sale,No Pay!
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Online Advertising Landscape
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It’s Complicated!
ADVERTISER
ADVERTISER
ADVERTISER
ADVERTISER
ADVERTISER
ADVERTISER
WEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSI
TEWEBSI
TEWEBSITE
WEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSI
TEWEBSITEWEBSITEWEBSITE
WebMob Thailand.com
Ad Networks make it Simple!
ADVERTISER
ADVERTISER
ADVERTISER
ADVERTISER
WEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITE
WEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSI
TEWEBSITEWEBSITEWEBSITE
AD NETWO
RK
AD NETWO
RK
AD NETWO
RK
Ad Networks act as Middle Men
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Ad Exchanges make it Automatic!
ADVERTISER
ADVERTISER
ADVERTISER
ADVERTISER
WEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITE
WEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSITEWEBSI
TEWEBSITEWEBSITEWEBSITE
AD EXCHANG
EAD NETWOR
K
AD NETWOR
K
AD NETWOR
K
Online Advertising Marketplace, similar to the Stock Exchange (Bidding)
Want to know more?
WebMob Thailand Networking Event For Internet & Mobile
Professionals + Everyone who wants to learn! Monthly Meetings Speakers Trainings
Business Oriented Registration:
http://www.meetup.com/WebMobThailand/
WebMobThailand
Web Designer
Web Developer
App Developer Web MarketerBiz Dev
Blogger
Advertiser
Community Manager
Mobile ProfessionalGamer
IT
PublisherAgency
WebMob Thailand.com
